Victoria's 2019 Benchmark talk focused on the growth of blockchain and it's impact on the digital environment. The talks covers blockchain basics, challenges and predictions for the future.

1. How Blockchain Will
Impact Search
Engines
Victoria Olsina
Benchmark Conference 2019
@vykolsina
1

2. Hello, I’m Victoria
● Born in the city of Che Guevara: Alta Gracia (Córdoba,
Argentina).
● SEO Manager at Consensys London.
● 9 years experience in SEO & Online Marketing.
● Markets: UK, Australia, New Zealand and Argentina.
● Watched Spice World in 1997 and decided to live in
London.
2

3. Agenda:
Blockchain basics
Predictions
Challenges

4. Have you heard about
Bitcoin?
It’s money online
4

5. Cryptocurrency vs blockchain
•Underlying technology of most
cryptocurrencies.
•Many blockchains are open source and
programmable allowing the development
of decentralized applications (Dapps).
•For example: Ethereum.
• It’s an asset class or token.
• You can buy/exchange value with them.
• A reward that members on a particular
blockchain get for performing valuable
tasks.
• +2,000. For example: Bitcoin
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6. 6

7. What is Blockchain
● A blockchain is a distributed ledger, in which all who choose
to participate in it have autonomy to access it.
● It’s like a spreadsheet any participant can access.
● Every participant has a copy of the spreadsheet and is
responsible for keeping it up to date. This is referred to as a
"node".
● The blockchain is maintained collaboratively.
● No single central authority maintaining the ledger, it’s
decentralised.
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8. Benefits of
blockchain
● Trustless system.
● All changes are recorded.
● No intermediaries nor authority.
● Decentralised & collaborative.
● Extremely unlikely to be
hacked.
● Blockchain could be the
foundation of the next web:
Web 3.0
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9. More use cases: https://consensys.net/enterprise-ethereum/use-cases/
Who is using Blockchain right now?
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10. 10

11. Blockchain will disrupt the
Internet as we know it.
Welcome to the
Decentralised Web.
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12. How Blockchain Will Transform the Search
Marketing industry:
4 Predictions
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13. 1.Ad fraud prevention
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14. Online advertising sucks.
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15. 157
THE PROBLEM
Facebook, Google and Amazon control the majority of ad revenue and user data.
They also dominate industry standards. Existing ad tech architecture is highly
fragmented and antiquated. Fraud abounds.
Walled Gardens
The ‘triopoly’ will own 63% of digital
ad spending by 2020 (eMarketer)
Open Web
Entrenched problems with ad
ecosystem mean less performant,
higher costs and a lower or
unknown RoAS. No incentive to shift
spend back.
Performance
Costs
Return on Ad Spend
+ Inventory
+ Context
+ Identity / Targeting
+ Inventory
+ Context
- Identity
& Targeting
+ Higher - Lower
- Fraud
- Intermediary
- Inefficiencies
Publisher yield correspondingly declines,
independent publishing distribution and
revenue models under threat.

16. Prove you are not a robot
● Advertising fraud cost advertisers over $7 billion in 2016
● 50% of traffic is bots and fakes.
● Spammy comments and links
● A number of players — including Microsoft, the
Interactive Advertising Bureau (IAB) and DMA (in
partnership with MetaX) — are already working on
blockchain-based digital identification systems.
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17. Blockchain guarantees the validity of the clicks.
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18. New Schema Markups for blockchain
● Schema Markup for user ID profiles.
● Schema Markup for blockchain certificates
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19. ● Full details can be viewed on GitHub.
● The Public keys could be issued by a
browser such as Metamask or Brave, which
have incorporated crypto wallets.
● How do you know if the public key belongs
to a real person?
● Blockchain ID verification by uPort or 3Box .
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20. ● Schema Markup for
blockchain certificates
from REAL institutions (full
details can be viewed on
GitHub).
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21. What does this mean for you?
● Can you imagine your client’s website with 50% less
traffic?
● Less traffic but real people.
● New tags to certify IDs of people, companies and
institutions.

22. 2. The rise of data
sovereignty
22

23. Personal data is the
new oil
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24. “At present, people are happy to give away their most valuable asset—
their personal data—in exchange for free email services and funny cat
videos.
It’s a bit like African and Native American tribes who unwittingly sold
entire countries to European imperialists in exchange for colorful beads
and cheap trinkets.”
― Yuval Noah Harari, 21 Lessons for the 21st Century
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25. 25

26. 26

27. Blockchain can enable data-assetisation:
1. Choose the data what to share with uPort or 3Box for
example.
2. Sell your personal data. Ocean Protocol allows you to
monetise your own data.
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28. What does this mean for you?
● More power to the user, less power to the marketer.
● More expensive marketing?

29. 3. New monetisation models
focused on the user
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30. Pay for traffic vs Pay for content
creation:
● Steemit: a social media platform where everyone gets
paid for creating and curating content.
● Dtube: Steemit + Youtube
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31. Incentivised actions:
● The ability to earn small amounts of cryptocurrency for
online activities can attract users to platforms where
contributions to the platform growth are rewarded.
● Basic attention token on Brave browser.
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32. What does this mean for you?
● Change of paradigm:
● Pay for traffic vs Pay for content creation
● Content will ACTUALLY be king and we might have to
pay users for that.

33. 4. Decrease in censorship
33

34. http://sahrzad.net/blog/internet-censorship-worldwide-2016/ 34

35. Censorship vs Decentralisation
●ISPs based on location vs decentralised P2P location
independent hosting:
○ IPFS
○ Substratum
35

36. What does this mean for you?
● Server location has an impact on page loading time.
● Decentralised hosting should increase loading time.
● More traffic to websites that fit the following categories:
news outlets, LGBTQI+ content, sex, extremist views,
guns, etc.
● More traffic from countries with high levels of
censorship.

37. Summary:
Less traffic but real people.
People in control of their data.
New ways of making $.
Less government control of the Web.
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38. Challenges
38

39. Challenges
● Scalability
● Interoperability
● No mainstream adoption
● Bad UX/UI
● Bad SEO for Dapps and Blockchain related
products/services.
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40. 40

41. Why now?
The Market is Ready.
41

42. 4211
OPPORTUNITY & TOTAL ADDRESSABLE MARKET
Blockchain Marketing Technology Landscape in Q1 2018 - 88
Companies

43. 4312
OPPORTUNITY & TOTAL ADDRESSABLE MARKET
Blockchain Marketing Technology Landscape in Q1 2019 - 290 Companies

44. 44
Thanks!
You can follow me on Twitter but I don’t generally have
interesting things to say: @vykolsina

45. Appendix:
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46. Blockchain for beginners
● Blockchain Basics ebook
● Blockchain: Foundations and Use Cases
● Ethereum for beginners
● Ethereum Dev Portal
● Download:
○ Browser with crypto wallet: Metamask / Brave
○ Blockchain ID management: Uport / 3BOX
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47. Further reading
● Data is the Oil of the Digital World
● Facebook's role in Brexit — and the threat to
democracy
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